As the report declares Travelocity conducted significant market research and competitive analyses to determine how best to differentiate the business. Qualitative and quantitative research was targeted at mass market consumers to determine the level of spontaneous brand recognition that existed among competitive brands. Survey analyses also indicated that many consumers had never even visited the Travelocity website and that many consumers did not believe Travelocity was differentiated positively against competing travel brands. This market research effort was the primary catalyst for problem recognition: The business needed a voice, needed brand recognition, and a strategy to position the brand effectively against competition. This market research effort, a well-invested activity, also identified the most appropriate target market to give the company its first real sense of direction in promotion.
This paper stresses that the proactive market research activities allowed the business to examine competition with a critical and exploratory lens. It identified that the broadest segment of buyers, those who view travel websites and primarily between 24 and 35, were being overlooked by other travel brands. Travelocity realised that lack of competitive emphasis in the 24 to 35-year-old market and their available financial resources could give the business a chance to differentiate and capture this market’s attention. ...Show more